Market Insights Advertising & Media Media TV & Video

Traditional TV & Home Video - United States

United States

Revenue in the Traditional TV & Home Video market market in the United States is projected to reach €135.90bn in 2024.
Revenue is expected to demonstrate an annual growth rate (CAGR 2024-2029) of -2.09%, leading to a projected market volume of €122.30bn by 2029.
The average revenue per user (ARPU) the United States is anticipated to amount to €0.67k.
In global comparison, the United States will generate the most revenue, totaling €135.90bn in 2024.
The number of TV Viewers the United States is expected to reach 210.2m users by 2029.
User penetration in the Traditional TV & Home Video market market the United States is projected to be at 59.8% in 2024.
The average revenue per TV user (ARPU) in the Traditional TV & Home Video market market the United States is estimated to be €0.67k in 2024.
In the United States, the Traditional TV & Home Video market is increasingly challenged by streaming services, prompting significant shifts in consumer viewing habits and advertising strategies.

Key regions: Asia, United Kingdom, China, Germany, Japan

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Analyst Opinion

The Traditional TV & Home Video market in United States has witnessed significant developments in recent years.

Customer preferences: One of the key customer preferences in the Traditional TV & Home Video market in United States is the demand for high-quality content. Customers are increasingly seeking content that is engaging, visually appealing, and offers a unique viewing experience. This has led to a rise in the popularity of high-definition (HD) and ultra-high-definition (UHD) content, as well as advancements in technologies such as 4K and HDR.

Trends in the market: The market has seen a shift towards streaming services and on-demand content. With the increasing availability of high-speed internet and the proliferation of smartphones and smart TVs, customers are opting for online streaming platforms such as Netflix, Amazon Prime Video, and Hulu. This trend has disrupted the traditional cable and satellite TV market, leading to a decline in traditional TV subscriptions. Another trend in the market is the rise of subscription video on demand (SVOD) services. These services offer customers access to a wide range of content for a monthly subscription fee. SVOD services have gained popularity due to their convenience, affordability, and the ability to personalize the viewing experience. This trend has further accelerated the decline of traditional TV subscriptions.

Local special circumstances: The United States is home to a highly competitive media and entertainment industry. This has led to the emergence of a wide range of content providers and streaming platforms, offering customers a plethora of choices. Additionally, the presence of major production studios and a large pool of talented content creators has contributed to the availability of diverse and high-quality content in the market.

Underlying macroeconomic factors: The growth of the Traditional TV & Home Video market in United States can be attributed to several macroeconomic factors. Firstly, the increasing disposable income of consumers has allowed them to spend more on entertainment and leisure activities, including subscription services and home video equipment. Secondly, advancements in technology and the widespread adoption of internet connectivity have made it easier for customers to access and consume content. Lastly, the growing popularity of streaming services has been fueled by the convenience and flexibility they offer, allowing customers to watch their favorite shows and movies anytime, anywhere. In conclusion, the Traditional TV & Home Video market in United States is evolving rapidly due to changing customer preferences, the rise of streaming services, the presence of a competitive media industry, and underlying macroeconomic factors. The market is expected to continue its growth trajectory as consumers increasingly embrace digital content consumption and seek out high-quality and personalized viewing experiences.

Methodology

Data coverage:

The data encompasses B2C enterprises. Figures are based on Traditional TV & Home Video and OTT (over-the-top) Services. All monetary figures refer to consumer spending on digital goods or subscriptions in the respective segment. This spending factors in discounts, margins, and taxes.

Modeling approach / Segment size:

The segment size is determined through a bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., Consumer Insights), as well as performance factors (e.g., user penetration, price per product, usage) to analyze the markets. To estimate the segment size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, number of internet users, and internet consumption.

Forecasts:

We apply a variety of forecasting techniques, depending on the behavior of the relevant segment. For instance, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption.

Additional notes:

The data is modeled using current exchange rates. The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). Consumer Insights data is reweighted for representativeness.